Video marketing is an effective tool for bridging the gap between small and large companies. It provides a fairground for organizations with a limited marketing budget to compete and establish their brand identity. This is especially useful for African countries such as Zimbabwe, where most organizations suffer from cash crunch.
Knowing how to leverage the power of video will help you give direction to your business expansion and generate better results. Here is all that you need to know in this regard.
Need for Video Marketing
To be able to put your best foot forward and achieve your video marketing goals, you need to first have clarity on the need for video marketing.
Better Customer Engagement
Since video caters to the sight as well as the audio sense of the viewer, they are more likely to relate to it. That is why landing pages with promotional videos have a much better conversion rate as compared to those without the video.
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Since video content is fun-to-watch, people are more likely to share it with their peers. Thus, if you want your viewers to speak for your brand, then video marketing will do the trick. It is interesting to note that video content generates 12 times higher social media shares as compared to that of text and images combined.
More Diverse Customer Segregation
These days, the average consumer is particular about what they expect from a brand. With proper use of data analytics in video marketing, you can categorize your target audience based on their age, location, preference, and other demographics. That way, you will create dedicated video content for each group and thereby strike a chord with your viewers.
Chalk Out Your Video Marketing Goals
Such advantages of video marketing make it important for you to chalk out the marketing goals before you get to film a video. For this, you need to take a step-by-step approach.
Step 1: Identify Your Marketing Needs
To leverage the power of video, you need to first understand your marketing requirements. For example, if you have just started a new business, you need to look for ways to use video to create a brand image. On the other hand, if you are looking to expand your business, you should seek video marketing that focuses on generating social media engagement.
Step 2: Use Video to Build Trust
Irrespective of the part of the marketing funnel that you are targeting, it is important for you to use video and build trust among your target group. With video content, you can expect much better retention as compared to texts. This makes it the perfect medium for your business to showcase its value to potential customers.
Step 3: Offer After-Sales Communication with Video
While the video is the perfect path for you to generate better website traffic and drive more sales and conversions, you must also take proactive measures to offer after-sales services. For example, if you are selling a product that has multiple utilities, you can consider creating videos that illustrate the uses and benefits. Such videos will encourage people to purchase the product and lead to better sales for your firm.
Be Clear on Your Video Publication
Creating a promotional or educative video requires many hours of dedicated effort. Once you have the video marketing goals sorted, the next thing that you must consider is the publication platform. These days, cross-promoting video content across multiple platforms works to the advantage of businesses.
Social media marketing is an essential part of the digital marketing initiatives of any firm. If you can have videos on your social media pages, it will foster better customer engagement and drive home higher web tragic. For the best results, make sure that your brand has an active presence across Facebook, Instagram, Twitter, and LinkedIn. Zimbabwe has multiple local groups on social media platforms, and sharing your promotional videos in such places will allow you to reach out to your target group.
If you are looking to improve the lead generation or conversion rates, make sure that you add videos to your product’s blog, website, and landing pages. For situations where your brand is introducing an innovative product or service, YouTube is the best tool for reaching a wider group. You can also consider adding videos to your email marketing initiatives as they give a higher open rate.
Experiment with Video Types
These days, brands have the luxury of experimenting with different types of videos and identify the type that appeals best to their audience. For brands with a diverse client base, it is a good idea to publish multiple types of video content. Here are some types of video content for brands.
Testimonial or Review Videos
Review or testimonial videos leverage the experience of satisfied customers to attract others. Since a potential customer is more likely to listen to the words of someone who has been in similar situations, the popularity of testimonial videos remains unparalleled. This is especially true in close-knit African societies such as that of Zimbabwe, where word-of-mouth continues to dominate the marketing scene even today.
Educational Video
Educational videos are ones where you talk about an industry-relevant subject. These help to establish your subject expertise and win the trust of your target group.
Listicle Video
Listicle videos provide a lot of informative content in a short time and add value to the lives of your customers. As a result, such videos are popular among internet users, making them a perfect choice for brands looking to promote themselves.
User-Generated Content
User-generated content requires minimal investments from brands and is an excellent way for brands to create a personal connection with their customers. These days, brands organize competitions on social media wherein they ask viewers to create videos. By sharing such videos, brands make their viewers feel valued, and that earns them loyal customers.
Thus you see that it takes planning for brands to make the most of video. With the holistic approach given above, you can drive the business growth of your organization and make it a market leader in Zimbabwe.
